This thesis focuses on assessment of different alternatives to expand the product range of apiarist. It explains the nature and the benefits of apian products for human population and it evaluates from different viewpoints their importance regarding the improvement of economic situation of apiarist. Apart from products that can be regularly encountered on the market the thesis addresses also less traditional apian products. It uses results of a questionnaire survey conducted for the demand side -- customers as well as for the side of supply -- apiarists, to elaborate the topic. The next part of the thesis consists of the proposal of a marketing strategy for a chosen product, which is based on description of prospective customers and their motives for purchase. This proposal contains possible ways of distribution, media for the product, approach to setting the price and marketing communication.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:162760 |
| Date | January 2012 |
| Creators | Holubová, Jana |
| Contributors | Procházková, Markéta, Marhan, Jiří |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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